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THE TEA HOUSE PROJECT. Marketing Research Team Reshma Gala Shawn Kline Jae-Yeon Joo Amol Chopra. MKTG-652. Introduction: The Concept. Coffee a very popular beverage among Americans. Presence and success of cafés specializing in coffee. Example: Starbucks and Cosi

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the tea house project

THE TEA HOUSE PROJECT

Marketing Research Team

Reshma Gala

Shawn Kline

Jae-Yeon Joo

Amol Chopra

MKTG-652

introduction the concept
Introduction: The Concept
  • Coffee a very popular beverage among Americans.
  • Presence and success of cafés specializing in coffee. Example: Starbucks and Cosi
  • No predominant presence of café specializing in serving tea

MKTG 652

Drexel University

introduction the concept1
Introduction: The Concept
  • Success of coffee and cafés in tea drinking countries, ex: India, Taiwan, Korea, China, Russia
  • Therefore test the feasibility of tea and tea house in coffee drinking country America, specifically in the tri-state area.

MKTG 652

Drexel University

purpose of research
Purpose of Research
  • Is it feasible to introduce a Tea House in the tri-state area?
  • Who should be our target market?
  • What are the current consumption patterns of our target market?
  • What price should we charge for a cup of tea?
  • Will the “Tea House” concept work?

MKTG 652

Drexel University

objectives and hypothesis
Objectives and Hypothesis
  • Men and women between the age group of 18 and 30 years, both students and young working professionals, with a higher disposable income would be willing to visit Tea House
  • People would be willing to pay between $1 and $3 for a cup of tea
  • People already visiting café would be willing to visit Tea House

MKTG 652

Drexel University

objectives and hypothesis1
Objectives and Hypothesis
  • People giving more importance to nutritional value while choosing a beverage would be willing to visit Tea House
  • Recognize a pattern as to the part of the day people would be willing to visit the Tea House
  • Understand the ethnic background of people willing to visit the Tea House

MKTG 652

Drexel University

objectives and hypothesis2
Objectives and Hypothesis
  • General awareness of different types of tea
    • Black Tea, Green Tea, Oolong Tea, Chai
  • General awareness of different forms of tea consumption
    • Tea bags, Iced Tea, Loose Tea
  • Places people generally buy their beverages from
    • Convenience stores, vending machines

MKTG 652

Drexel University

objectives and hypothesis3
Objectives and Hypothesis
  • Understand the current café-visit habits
    • Frequency of visit
    • Accomplice
    • Average spending per visit
    • Other products consumed in a café

MKTG 652

Drexel University

survey
Survey
  • Sample Size: 99
  • Location: Pennsylvania, New Jersey, and Delaware
  • Collected at work places and colleges (Drexel & UD)
  • Convenience sample was used for pretest of questionnaire

MKTG 652

Drexel University

survey demographic info of respondents

GENDER

Male

39%

Female

61%

SurveyDemographic info of respondents

AGE

55-above

1%

41-55

20%

18-30

53%

31-40

26%

MKTG 652

Drexel University

survey demographic info of respondents1

INCOME

100k-above

1%

75k-100k

17%

below 25k

40%

50k-75k

14%

35k-50k

25k~ 35k

20%

8%

SurveyDemographic info of respondents

OCCUPATION

Others

3%

Student

40%

57%

Working Professional

MKTG 652

Drexel University

survey demographic info of respondents2

ORIGIN

Other

1%

Hispanic

African American

4%

19%

Caucasian

Asian

51%

25%

SurveyDemographic info of respondents

MKTG 652

Drexel University

questionnaire
Questionnaire
  • 22 Questions
    • Nominal scale: gender, origin
    • Interval scale: income, price related
    • Ordinal scale: consumption pattern
    • Ratio scale: income, frequency of visit café
    • Open end question

MKTG 652

Drexel University

target market analysis age
Target Market Analysis: Age
  • Ho: Decision to visit a tea house is independent of the age of a person
  • Ha: Decision to visit a tea house depends on the age of a person.
  • Analysis: Asymp. Sig. (2 sided) > 0.05
  • ACCEPT NULL
  • Conclusion: People in the age group of 18 to 30 will not necessarily visit a tea house.

MKTG 652

Drexel University

target market analysis income
Target Market Analysis: Income
  • Ho: Decision to visit a tea house is independent of the income of a person
  • Ha: Decision to visit a tea house is dependent on the person’s income
  • Analysis: As Asymp. Sig. (2 sided) > 0.05
  • ACCEPT NULL
  • Conclusion: Persons with a high disposable income of over $50,000 p.a. will not necessarily visit a tea house

MKTG 652

Drexel University

slide17
MKTG 652

Drexel University

target market analysis gender
Target Market Analysis: Gender
  • Ho: Decision to visit a tea house is independent of the gender of the person
  • Ha: Decision to visit a tea house is dependent on the gender of a person
  • Analysis: As Asymp. Sig. (2 sided) > 0.05
  • ACCEPT NULL
  • Conclusion: No indication that a particular gender group would be more inclined to visit a tea house, than another group.

MKTG 652

Drexel University

slide19
MKTG 652

Drexel University

target market analysis occupation
Target Market Analysis: Occupation
  • Ho: Decision to visit a tea house is independent of the occupation of a person
  • Ha: Decision to visit a tea house is dependent on the occupation of a person
  • Analysis: As Asymp. Sig. (2 sided) > 0.05
  • ACCEPT NULL
  • Conclusion: It is not necessary that only student will be interested in visiting the tea house.

MKTG 652

Drexel University

target market analysis origin
Target Market Analysis: Origin
  • Ho: Decision to visit a tea house is independent of the origin of a person
  • Ha: Decision to visit a tea house is dependent on the origin of a person
  • Analysis: As Asymp. Sig. (2 sided) > 0.05
  • ACCEPT NULL
  • Conclusion: It is not necessary that persons belonging to a certain ethnic background will be interested in visiting the tea house.

MKTG 652

Drexel University

consumption patterns
Consumption Patterns
  • Ho: Decision to visit a tea house is independent of the decision to visit cafes
  • Ha: Decision to visit a tea house is dependent of the decision to visit cafes
  • Analysis
    • Asymp. Sig. <.05; REJECT NULL
    • Conclusion: People who currently visit cafes are more likely to visit a tea house

MKTG 652

Drexel University

consumption patterns continued
Consumption Patterns (continued)
  • Ho: Decision to visit a tea house is independent of the individual’s concern for nutrition
  • Ha: Decision to visit a tea house is dependent of the individual’s concern for nutrition
  • Analysis:
    • Asymp. Sig. >.05; ACCEPT NULL
    • Conclusion: People who are concerned about nutritional value of their beverages will not necessarily visit a tea house

MKTG 652

Drexel University

slide26
MKTG 652

Drexel University

slide27
MKTG 652

Drexel University

slide28
MKTG 652

Drexel University

pricing
Pricing
  • Assumption: Majority of visitor would pay $1 ~ $2.99 for a cup of tea
  • Result of Frequency test: very supportive
    • Under $1: 11.2%
    • $1 ~ $2.99: 71.9%
    • $3 ~ $ 4.99: 13.5%
    • $5 ~ $6.99, $7 ~ 9.99, & $10 ~ above: 1.1% each

* Majority of People(30.2%) who willing to visit Tea House answered they pay for $3 ~ $6.99 per visit in Café

MKTG 652

Drexel University

appraisal
Appraisal
  • Diversity of respondents with regard to gender, age, income and occupation
  • Questionnaire :
    • Short sightedness in including few questions
    • Difficulty in analyzing open ended questions
    • Structure of some questions

MKTG 652

Drexel University

future opportunities
Future Opportunities
  • First Step – Green Signal
    • overall acceptance among variety of age groups, income segments and occupations.
  • Further research and analysis can be done on
    • specific location
    • frequency of visit to a tea house
    • snacks to be served along with tea
    • ambience people would be expecting in the Tea House
    • secondary research

MKTG 652

Drexel University

summary
Summary
  • Primary Research on ‘Feasibility of a Tea House’ in the Tri-state area.
  • Survey by using Questionnaire.
  • Statistical Analysis using SPSS
  • Statistical Tools
    • Cross tabulation
    • Frequency Counts

MKTG 652

Drexel University

conclusion
Conclusion
  • An executable idea – ‘Tea House’
  • Accepted by the market
  • Further analysis required for specific aspects

MKTG 652

Drexel University

thank you
Thank You!!!

Questions?

MKTG 652

Drexel University

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